LinkedIn showcase pages are perhaps one of LinkedIn’s most under-used features. It is a separate page from the leading business page which allows you to present products/services. These pages are used to improve brand visibility and connect with target audiences. Take a large corporation such as a bank–they have their main page, but also individual business units such as investments, commercial clients, and small businesses. Their respective LinkedIn showcase pages help them reach these individual units through targeted messaging and posts.
In this short guide, we will explore what LinkedIn showcase pages are and when they should be used. Further, we’ll explore the benefits of LinkedIn showcase pages and offer tips on setting up one for your business. We will also look at LinkedIn showcase page examples and analyze their features, which you can replicate in your own business to drive your sales and customer interactions.
A company or business page allows fellow LinkedIn members to discover and connect with these companies and learn more about their career opportunities, products and services, and their brand. This is a company’s home base. LinkedIn showcase pages allow you to focus on a unique topic or service within your business for a targeted niche market. This depends on different buyer personas and what they are seeking. By crafting a showcase page where you offer relevant and unique posts of interest to them, you ensure their engagement and convert leads into sales.
LinkedIn showcase pages are targeted, niche pages aimed at particular groups of buyer personas–driving traffic to individual initiatives, business components, or individual brands. LinkedIn showcase pages allow a business with multiple units to create distinct social presences while upholding only one main business account.
Three major benefits are:
1. Tailored messaging
You can use LinkedIn showcase pages to tailor your messaging to specific audience segments and buyer personas. You will reach the intended crowd without wasting time with unqualified targets.
2. Qualified and interested followers
Apart from following the main brand account, users can follow particular LinkedIn showcase pages and receive updates fit to their interests.
3. Content promotion
You can also promote your content on the showcase page through LinkedIn’s advertising platforms and reach the intended audience. The caveat: regular updates are necessary and it requires resources to manage the community.
The first step: have a company page. Setting up LinkedIn showcase pages is easy. Let’s go through some unique tips below.
Your page must have an exclusive name. To set your showcase page’s name apart, you may consider adding an acronym or company division name. Using keyword planning software to plan SEO keywords in your showcase page name and description is another excellent strategy.
Industry-specific SEO keywords, combined with an informative tagline, convey the purpose of your LinkedIn showcase page. What are you offering? What kind of content are you going to share? Tell customers what they can expect.
For example, we can look at tech giant, Google. They have numerous LinkedIn showcase pages and each one is dedicated to a particular part of their business, such as Google Workspace, Google Small Business, etc. They stuck with the company name and added the division, making it easy to locate a particular division and associated showcase page.
It may seem obvious, but finish all the fields when setting up LinkedIn showcase pages. Research has shown that companies with complete profiles attract 30% more visits than those lacking information. When someone cannot see your company’s information, they may dismiss your company and you lose potential business.
You have worked hard to grab people’s attention, but now you must keep up with your posts. Address your follower’s queries, educate them, and share relevant information. Some examples include blogs, articles, eBooks, White Papers, videos, case studies, etc.
Post frequently–at least once a week. Keep your market informed and make sure your content is suited to the target audience. Don’t cross-pollinate with irrelevant information or posts–you will end up pushing them away.
The image you choose should make your LinkedIn showcase pages stand out from others while also delivering a powerful message about your company and its core values. A high-resolution image is eye-catching and looks professional. Use the background image to deliver a relevant message about your brand, for instance, include your website URL, or consider a call to action.
Posts should include visuals. Use LinkedIn’s native videos to share content–videos are more memorable and captivating. We only remember 20% of what we read, but we process visuals such as photos and videos 60 thousand times faster than text. If you do not have the budget for creating your own professional videos, share applicable content from YouTube, or include an image with every other post. You don’t want your posts to look like a picture book! Balance the visuals and text–an exception here is Adobe Creative Cloud, which we will look at in a moment.
Adobe Creative Cloud’s showcase page offers a wide variety of powerful tips, event invitations, and relevant daily posts. The parent company, Adobe, lists its core specialties on its company page, but then shows off its other branches on its showcase pages. Because Adobe Creative Cloud specializes in visual software, their posts are visually oriented, featuring videos and high-resolution images enhanced with special effects. Their LinkedIn showcase page example shows how they are constantly stating the core of their business.
Cisco is one of the big players in the SaaS field, and each of its showcase pages focuses on a particular segment of their business. This LinkedIn showcase page example shows attention to detail: a well-designed showcase page, featuring the latest information, and they go the extra mile with a map and address.
They have kept their identity uniform across all their pages by featuring their logo on all their pages. They have balanced brand recognition by targeting different audiences with relevant information related to the showcase page’s intended audience.
We have emphasized uniqueness—a company that captures this idea is Micro Focus, a software and development company. Micro Focus Government Solutions has a small following (937 followers when this article was published). Not the ideal follower count… but they offer quality content to those dedicated followers on this niche showcase page. Further, they state their focus and specialty in their About section and their link leads directly to the business they are advertising and not their generic landing page.
Their other pages–both LinkedIn showcase pages and acquisitions–have followers in the thousands. This LinkedIn showcase example shows how a small following on a single LinkedIn showcase page may pique interest in other pages and drive sales.
LinkedIn is undoubtedly an excellent marketing and networking tool that, when used in the right way, can help your company and drive sales. Keep in mind, that the more complete your LinkedIn showcase pages are, the more followers you will engage, resulting in page growth and new business leads. Keep your content fresh and relevant to the page–this will aid in a strong relationship with your followers and communicating with the right audience. If you get stuck, consult the LinkedIn help pages where you can find insights, tips, and answers.